The other day my public relations teacher hit my class with this quote by Wayne Gretzky: “A good hockey player plays where the puck is. A great hockey player plays where the puck is going to be.”
He then asked us to think about where the future of public relations was headed.
I set in my room for awhile, pondering the question when it finally occured to me that I am the answer. Not literally, of course, what I meant was that the future of public relations was in students like myself.
The future will bring a multitude of new technologies allowing for more effective communication, but it is the people using this new technology who will decide the direction of public relations. Judging only from my fellow PR scholars, I’d say that the future will hopefully see a better working relationship between news outlets and PR specialists. I’d also like to think that we could solve our own Pr problem, that people would view public relations specialists as shapers of messages instead of spinners.
Where is the future of public relations headed? In the right direction.
-Cage
